One of the most exciting aspects is the speed at which so many people want to predict what will happen tomorrow in the world of brands. However, there is one thing we can be sure of: The future is not predicted, it is created. And within the innate creativity of the human being, those brands…
DetailsTake note of these two words: Artificial Intelligence. You’re not going to hear anything else talked about with more emphasis in the immediate future than that. In that future, big changes are looming, fraught with opportunities and unknowns. No one knows what the scope and speed of the changes will be. But we do know…
DetailsBack in March 2012, we debated the issues that would have the greatest impact on the business world in the next 5 years (2017 seemed a distant horizon). Among all the issues, there were three that stood out for their special intensity: The digital transformation of companies, the importance of brands in this new scenario…
DetailsCan the future of food be sustainable in a rapidly growing world? What is the best way to feed the world’s growing population? Can personalized nutrition change the future of food? Will eating be a luxury, an obligation or a mechanical process? Food and eating come to the centre of the debate, as a new…
DetailsThe future, that temporary space to which we arrive every second of the day that passes. We live permanently moving into the future. Some people create the future, others simply live it, and there are also people who have no choice. And it is in this future that people arrive before any brand, that brands…
DetailsDiversity, equity and inclusion, DEI, has become a crucial and transformative reality in the workplace and in our society. Many employers are embracing DEI and have made changes to their recruitment and hiring processes. DEI helps these processes seek out a diverse pool of candidates for job opportunities inside and outside the company to establish…
DetailsIn the business world there are absolute truths, there are relative truths and there are true lies. In the field of branding there is only one truth: the customer’s perception. Because your perception is your reality. Surely most people think of the external customer, unintentionally forgetting the internal one. But the internal customer is essential…
DetailsUntil now education has been a training of the memory, the teacher transmitted encyclopaedic knowledge and the students memorised and repeated. Our educational system is still based on memorizing, but not on understanding, learning, reasoning. Appealing to memory as a system is definitely out of fashion today. This worked in times when changes in knowledge…
DetailsWe have been working on branding and innovation projects for more than two decades. Since then, the common denominator has not been technology, but a new mindset. Advances and progress in the field of new technologies never cease to fascinate us and undoubtedly enhance opportunities to amplify, resonate or scale. But what has historically set…
DetailsFinally, companies are beginning to assume that Branding is beginning to fulfill a transformative mission. Branding is very powerful because it goes beyond the creation or construction of brands; It’s about who we are It’s about people. Companies are people, brands are people, customers are people and, “who does not understand people, does not understand…
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